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Visit Dallas marketing ask put on hold pending cross‑department plan; city staff to return with ROI metrics
Summary
Rosa Fleming, director of Convention and Event Services, said a hold amount for Visit Dallas marketing was removed from the packet so staff can return with a coordinated plan and measurable return-on-investment metrics; council asked for transparency and coordination across city economic development, Visit Dallas and other marketing efforts.
Rosa Fleming, director of Convention and Event Services, told the committee she removed a previously included dollar amount from the Visit Dallas renewal materials and will return with a proposed budget tied to a public marketing plan and return-on-investment metrics.
Fleming said the earlier figure reflected the incremental cost of promoting the expanded convention center and Fair Park assets but that she will bring back a recommended funding amount accompanied by an explicit plan describing coordination with the Office of Economic Development, Downtown Dallas Inc., chambers and other stakeholders.
Committee members, including Mayor Pro Tem Atkins, said marketing and business-recruitment dollars should be coordinated so the city’s economic development, Visit Dallas, Downtown Dallas Inc. and the Office of Economic Development present a coherent brand and avoid duplicative spending. One council member asked for the Visit Dallas board‑level ROI reporting that Visit Dallas uses to guide marketing investments.
Ending: Fleming said she would prepare a plan that includes expected metrics and the anticipated return to the city budget and would return with a recommended funding level and coordination approach as part of the contract renewal process.
